Italy’s antitrust agency has launched an investigation into Dublin-based Infinite Styles Services CO. Limited, which manages the Italian website of Shein, over possible misleading environmental claims on the website.

The company is seen as trying “to convey an image of production and commercial sustainability of its garments through generic, vague, confusing and/or misleading environmental claims,” Italy’s antitrust said in a statement.

Some of the information on the clothing collection “evoluSHEIN”, declared by the company to be sustainable, could mislead consumers about the amount of green fibres used, while also failing to inform them about the fact the garments cannot be further recycled, the authority said.

Italy’s antitrust also said that Infinite Styles Services CO. Limited appeared to emphasise its commitment to the decarbonisation process, while the targets indicated on Shein’s website appear to be contradicted by the increase in greenhouse gas emissions indicated in Shein’s sustainability reports for 2022 and 2023.
A Shein spokesperson did not immediately reply to a request for comment.

Founded in China, Shein is known for its cheap tops and dresses. Its treatment of workers and environmental record have come under increased scrutiny following reports that it could list its shares in London.